Determinants of consumer preference in choice of petroleum service outlets in Nairobi

Abstract

The objectives of the study is to determine factors that influence patronage behavior in selecting a petroleum service outlet in Nairobi and the challenges of selecting a petroleum service outlet in Nairobi. Today's customers are unique and their needs are diverse. They have different tastes and preferences. In order to successfully market a product, the marketer must measure the factors that influence consumer preference, emphasize market segmentation through preferences and emphasise product positioning in order to meet consumer's need. The study helped to determine factors that influence patronage behavior in selecting a petroleum service outlet in Nairobi and determining the challenges of selecting a petroleum service outlet in Nairobi. Sample sizes of 100 customers were selected for the study. The sample is justified by the homogeneity of the customers hence the researcher believed that the sample size is representative of the population given the homogeneity of the target population. The results of the survey provided crucial feedback on customer’s opinion about their preference of fuel station. Results showed that customers agreed with the fact that fuel station’s quality of services was a top priority. Other factors of influence that were highly valued included the fuel station overall image and added services at the station e.g. windscreen cleaning, water, air etc. It was also observed that respondents agreed with the fact that fuel station’s quality of services was the most important factor. Other factors of influence that scored highly in importance included the fuel station overall image, Prices of the fuel and other services offered and Management of the fuel station. On the other hand, the spouse influence, family/friends/colleagues influence and employer influence were viewed as the least important sources of influence towards fuel station preference.